Vietnam's top-rated OCOP products struggle to reach supermarket shelves

Vietnam’s One Commune One Product (OCOP) programme has seen strong growth, with 18,243 items now rated three stars or higher nationwide. Yet many of these products struggle to reach supermarket shelves despite meeting quality standards. Producers face hurdles in scaling up and navigating retail requirements, leaving much of their output confined to smaller markets. For companies like Ba Vì Fresh Food Joint Stock Company, the challenge is clear. Its two farms raise pigs and chickens certified under OCOP standards, but sales remain limited to canteen kitchens and local shops. Similarly, Golden Cows Milk Joint Stock Company holds over 10 four-star OCOP products, yet relies solely on small retail channels for distribution.

Supermarkets impose strict conditions for entry, including consignment terms and staged payments. These demands strain small producers with tight budgets. Many also fail to meet volume requirements or provide full traceability records, further narrowing their access. Industry experts argue that stronger links between producers and retailers are essential. The trade sector could play a key role in connecting OCOP suppliers with supermarkets. Without this bridge, even high-quality products risk remaining invisible to wider consumers.

The gap between OCOP certification and supermarket placement persists despite the programme’s success. Producers must overcome financial, logistical and documentation barriers to secure shelf space. Closer collaboration between government bodies, retailers and suppliers could help more of these products reach mainstream buyers.